Mattel Appoints Richard Dickson Chief Brands Officer

Dickson to Lead Unified Global Brand Strategy for World’s Leading Toy
Maker

EL SEGUNDO, Calif., May 19, 2014 (BUSINESS WIRE) --
Mattel, Inc.
MAT, -0.98%
announced today the creation of a new,
unified marketing and creative division to span the company’s global
portfolio of consumer brands. To lead this new global brand team, Mattel
has named Richard Dickson Chief Brands Officer, with oversight for
worldwide brand strategy across the company’s celebrated portfolio of
iconic brands.

Dickson, who brings to Mattel more than two decades of experience
leading major consumer brands, will be responsible for growing and
strengthening the company’s portfolio of beloved brands including
Barbie, Hot Wheels, Fisher-Price and Thomas & Friends. Dickson will
oversee all aspects of marketing strategy, creative execution, product
development and content creation across Mattel’s legacy and new brands,
and will be responsible for driving continued innovation throughout the
portfolio.

“Given the growth and diversity of our world-class portfolio of
best-selling iconic brands, it’s more critical than ever to ensure that
we tightly align our marketing and creative strategies across the
company and around the world,” said Mattel Chairman and CEO Bryan G.
Stockton. “With his unique blend of management and strategic marketing
experience, his deep passion for Mattel and its brands, and his distinct
creative point-of-view, Richard is ideally suited to lead the effort.”

A recognized leader in the fashion, retail and toy industries, Dickson
brings more than two decades of strategic business vision and creative
marketing expertise to the company. Most recently, he served as
president and CEO of branded businesses at The Jones Group, Inc., where
he is credited with successfully infusing a stronger brand point of view
across the company’s brand portfolio. Dickson was also responsible for
devising and implementing The Jones Group’s ambitious expansion
strategy, growing the company to include new brands and categories
through acquisition and inception. Prior to that, Dickson served as
general manager and senior vice president for Barbie at Mattel,
overseeing the brand’s revitalization and successful expansion into a
variety of new categories including entertainment, digital/online and
retail.

Previously in his career, Dickson held senior executive positions with a
number of major consumer brands, including Bloomingdales, Estée Lauder
and Gloss.com, an e-commerce beauty website he helped develop and manage
until its acquisition by Estée Lauder in 2000.

“I’m thrilled to be joining Mattel in this newly-created role,
particularly at such an exciting time in the company’s history,” said
Dickson. “Mattel's timeless and legendary brands are woven into the
fabric of countless lives, and I look forward to finding new ways to
ensure our incredible range of engaging products continue to be a
memorable element in the lives of children around the world.”

Dickson will report directly to Mattel CEO Bryan Stockton and will serve
as a member of the company’s executive leadership team.

About Mattel

The Mattel family of companies
MAT, -0.98%
is the worldwide leader in
the design, manufacture and marketing of toys and family products.
Mattel’s portfolio of best-selling brands includes Barbie®, the most
popular fashion doll ever produced, Hot Wheels®, Monster High®, American
Girl®, Thomas & Friends® and Fisher-Price® brands, including Little
People® and Power Wheels®, MEGA® Brands, including MEGA BLOKS® and
RoseArt®, as well as a wide array of entertainment-inspired toy lines.
In 2013, Mattel was named one of the "World's Most Ethical Companies" by
Ethisphere Magazine and in 2014 ranked No. 5 on Corporate Responsibility
Magazine's "100 Best Corporate Citizens" list. With worldwide
headquarters in El Segundo, Calif., Mattel’s companies employ nearly
30,000 people in 40 countries and territories and sell products in more
than 150 nations. At Mattel, we are Creating the Future of Play. Visit
us at www.mattel.com,
www.facebook.com/mattel
or www.twitter.com/mattel.

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